Special events keep patrons coming back for more

Updated 3:48 pm, Monday, July 25, 2016

WhichCraft Taproom features more than 80 varieties of craft-brewed Michigan beer, 40 of which are available on tap. The business is one of several in the region featuring craft beer.

WhichCraft Taproom features more than 80 varieties of craft-brewed Michigan beer, 40 of which are available on tap. The business is one of several in the region featuring craft beer.

Photo: NICK KING | Nking@mdn.net

Special events keep patrons coming back for more

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Heading to your favorite watering hole after work or on the weekends has evolved as people look for learning experiences to enhance their nights out.

Happy Hour isn’t the only draw for bars, wineries, breweries and local hot spots as patrons start wanting more out of their visits, and one business in Midland is responding to that need with monthly events that cater to those desires.

Whichcraft Taproom opened its doors in September 2013, and has served popular beers, ciders and wines from behind its bar or out of kegs to thousands of residents and visitors to the region. While patrons are often lucky enough to find an open spot at the bar or a free table, there are a few nights a month where the business is standing room only.

Those events include monthly tap takeovers, which focus on one brewery in particular that offers popular and select brews out of multiple taps, said owner Sharon Caldwell. Caldwell and husband, Richard, started the business at 124 Ashman St.

“We started right off the bat having events. Within a month, we had our first tap takeover with Short’s Brewing Company, so because of that we invite them back to celebrate our anniversary,” Caldwell said.

Those tap takeovers are joined by at least one smaller event a month, either some kind of tasting or educational event or a brewer’s spotlight for those companies that have a limited supply to bring.

“Our customers seem to enjoy that as well, to see what’s new,” Caldwell said.

Why are these types of events gaining popularity? Caldwell attributes it to the thrill of something new and different than just ordering a beer. Midland is also unique because of the amount of scientific-minded people who like to ask technical questions of brewery representatives and learn more to apply to their own home-brewing operations.

“It’s really helpful to have that on hand. Essentially it’s like we are bringing the brewery to Midland,” Caldwell said.

Whichcraft Taproom has offered event pairings, where beer would be paired with cheese or chocolate; specialty beer series releases; and even dinner pairings.

“In the last year, we’ve tried to do more and more with pairing with food since the two seem to go hand-in-hand,” Caldwell said.

Recently, the taproom hosted a Beer and Float Party that drew in people looking to cool down with an alcoholic version of the favorite treat.

“That was something a little different and fun that people like to do,” Caldwell said.

Their events typically have good attendance, she added, and help bring in business on weekdays when the crowd may not be as large.

“Customers do seem to come out, it’s always a big boost in business. Sometimes it’s a very, very big boost in business,” Caldwell said. “Instead of going to be the brewery, the brewery is coming to them.”

The owners have sought out ideas from big cities and other regional cities, like Grand Rapids and Ann Arbor, for inspiration and creative ways to draw in a crowd and keep them coming back for more.

One idea they are working on includes a specific beer takeover, where multiple breweries can highlight their offerings that may be similar to other libations in terms of ingredients or taste. Another idea is to try a speakeasy type of event, where the taproom can bring in local distilleries and have a cocktail, beer or both kind of party.

The industry of breweries, wineries and distilleries has changed immensely in Michigan, and these type of events offer a way to keep the clientele happy and get them to return again for the next fun event. The owners of Whichcraft Taproom have been keeping Midland residents happy for quite some time now.